Is you website doing a crappy job of converting?

Is you website doing a crappy job of converting?

Website Not Converting?

This May Be Why

If this is happening to you, it doesn’t have to continue. Chances are, there are some fundamental principles that you might be missing. This post will give you some basic tactics that will help you convert prospects into customers.

They Don’t Trust Your Brand

One of the main reasons why potential customers might visit a site without buying is because they don’t trust the company yet. People buy from brands that are established, authoritative, and credible. Not only that, people want to interact with brands that are interested in their needs.

Fortunately, establishing trust doesn’t have to be difficult. There are several factors involved in getting potential customers to view you as an authority.

If you’re having trouble converting visitors to your website, there is a good chance that your content marketing efforts are falling flat. You might not be creating the type of content that keeps your readers engaged.

There are a few components of a winning content marketing strategy:

Content must be informative.

Don’t write blog posts just for the sake of creating content. Make sure that every word carries a benefit for the person reading it.
Develop a plan.

Don’t just start writing willy-nilly.

Figure out what types of content provide the best value for your readers. A content calendar is a great tool for mapping out the content you will create.

Invite your customers to subscribe to your mailing list.

This gives you another way to interact with them. The objective is to build a relationship with people who visit your site.

Another way to build trust is to show your visitors how you can help them.

The best way to do this is to demonstrate how you have helped other customers like them. This is where case studies come in.

Case studies are effective ways to tell stories that reveal how your company has benefited other customers. It also gives your readers insight into how your company works.

Testimonials are another way to prove your worth to your prospective customers.

Get statements from your happiest customers and put them on your website. It’s a good idea to pepper these little tidbits on each page of your site so that your prospects see them when they are browsing.

How to create a killer homepage

How to create a killer homepage

People put their best foot forward during first dates.

They get fresh haircuts, don their best suits, make sure they don’t have spinach stuck in their teeth — long story short, they try to make the best first impression possible.

Your homepage is an essential tool for your business and often serves as a first impression to potential customers.

There are many important components of effective web design, like white space, font selection, color schemes, and layout, but the core of a website is its content, not its design.

Within a matter of seconds, your homepage needs to introduce your product or service and entice visitors to explore your site further.

1. A Clear Value Proposition

Tell your visitors exactly what you do with a clear, easy-to-find value proposition. This may seem like a no-brainer, but you would be shocked at how many websites out there don’t have one.

If people don’t have an understanding of what your company does, who it does it for, and how it does it differently, they are not likely to stick around to find out. Set the tone early with a brief and to the point value proposition.

2. Links to Social Media

You want people to follow and engage with your company on your social media. So, on your homepage place social media buttons in a consistent, conventional place, where people can easily find them when needed.

Increasing your social following, helps increase the number of eyes that are on your content and are more likely to click back to your website on a regular basis.

3. Intuitive Navigation

Your navigation should be easy to understand and use for a first-time visitor. You want someone to arrive on your website and know exactly where they can find the information they want and need without being confused.

It should also reflect your buyer’s typical behavior on your site by bringing the pages they visit most often to the forefront. For example, if your blog is your most highly trafficed page, make it easily accessible through your navigation. Don’t hide your big sellers!

4. Contact Info

How many times have you been in need of tech support or customer service, but couldn’t get someone on the phone to save your life?

Don’t put your prospects in the same position.

Visitors should be able to find your contact information easily on your homepage. Most commonly found in the footer (like in the example from our website above), your homepage should include a mailing address, email address, and phone number in case someone is interested in reaching you.

People want to work with people. Having this information readily available offers comfort by letting people know they can get a hold of someone if need be and also adds credibility, making it clear that this is the homepage of a legitimate business.

If you’re worried about being on the phone all day, establish “help hours” or even consider a live chat. This article will help you weigh the pros and cons.

5. Blog Highlights

Since your blog is the heart of your content strategy, encourage people to view and subscribe to it by highlighting it on your homepage.

Your blog content shows your expertise and helpfulness and offers people a low-risk option to converting and starting a relationship with your brand.

Consider adding a subscription box with a lead magnet or simply including a live feed of your most recent publications.

6. Client Testimonials

Research shows that 79% of consumers trust online reviews and testimonials as personal recommendations from their friends or peers. So, if your company has positive reviews from your previous or current customers, capitalize on them!

Let your potential customers know that you’re not just boasting about accomplishments. Testimonials build trust and lets people know they can feel confident in choosing you — you the social proof that shows it.

7. Video

Now, this one feature that you don’t have to implement, but you certainly can’t go wrong with it. Having a quick introductory video on your homepage that explains what your business does, shows your office, and/or introduces your team is one of the easiest and most effective ways of engaging a user (especially one that is new to your brand).

Try to keep your videos on the shorter side (less than 3 minutes) so that you do not lose your visitor’s interest. The idea is just to do give someone a quick overview of your company; not your entire origin story.

8. High-Quality and Original Images

Stock images are convenient, but they won’t build credibility for your company or engage your audience. The same came be said for low-resolution or small images.

Using real photos of your team and office on your homepage paints a realistic portrait of what people can expect when working with you, while high-quality images show professionalism and attention to detail.

9. Overview of Services/Features

Your value proposition and video may give customers a brief overview of what your company does, but it in terms of content, it is still important to include these features, products, or services on your homepage.

Having this information present on the page offers a bit more detail for prospects and also helps your page rank higher for those services in search engines.

10. Any Awards, Certifications, or Associations

Has your company received any awards or recognition lately? Don’t let those awards just collect dust in your office; put them on display!

Industry recognition like this builds credibility, speaks to the quality of your work, and supports your image as an expert in your field and a trusted business partner. Like testimonials, awards, certifications, and associations prove that you’re not just tooting your own horn; your work lives up to the hype!

11. A Clear Call-to-Action (or Two)

When someone arrives on your homepage, let alone any page on your website, it should be clear what action you want them to take next.

On your homepage, this is usually a “top-of-the-funnel” action such as subscribing to your blog and/or a “bottom-of-the-funnel” like requesting a consultation. Sit down with your team and decide on what one or two actions you really want people to take when land on your site. Having more than this will only confuse your visitor and clutter your buyer’s journey.

Considering a Website Redesign?

Need help optimizing your homepage or another part of your website? Talk to me about a redesign!

Why does your blog suck …. let’s fix your blog problem

if yoo suk @ riting, no won will reed ur blog lolz.

Pretend you’re standing in front of someone, trying to convince them of something. You could be trying to persuade them to bet on one sports team over another, to buy a new car, or that the climax scene in The Devil’s Advocate is overacted and stupid. Doesn’t matter.

Now, pretend you’ve given your entire persuasive argument to a transcriptionist instead of to the person you’re trying to convince. The transcriptionist will write down all of your powerful words and hand them over for your target to read.

See the problem?

You’ve just been robbed of your body language, your tone of voice, your subtle inflections, your facial expressions, and your withering stare. And all of this while you’re trying to make someone change their mind… and hopefully to tell their friends to do the same.

Unless you use a lot of video and audio, this is your task every time you write on your blog. You’re trying to persuade people to feel what you feel, to tell their friends about you, and maybe to buy from you using only words, which some studies suggest might comprise just seven percent of your total communication arsenal.

You’ve got your hands tied behind your back to the tune of ninety-three percent when you’re writing words on your blog, so you’d better make those words count.

But will they be moved?

Will they feel that they must share your post with their friends?

Will they come back to that post over and over?

Will they join your list or subscribe to your feed so that they don’t miss your future posts?

Will they feel a connection with you that they will remember the next time your paths cross?

Writing a blog really is not complicated, but a lot of people think it is because they assume there must be more to it than just publishing good content. They are wrong.

However, writing a blog is time-consuming, and it is hard work, and not very many people are good at it. To make matters worse, many people have the wrong idea about blogging. They take the time and they work hard, but the result is a blog that sucks.

So why does your blog suck ass?

because the main reason you blog is direct marketing. In other words, you hope people who are looking for a Seo person/social media person on Google will find one of your blog posts, read it, and then contact you. Haha that’s funny.

Look, blogs are awful direct marketing tools. Expecting people to find your blog and call you is like the Atlantic Monthly writing about current events because it wants to sell consulting services to politicians.

It’s like a journalist expecting orders for donuts after publishing an article about the stock price of Dunkin Donuts.

Or like people trying to hire the LA Times to handle their murder defense because it covered the OJ Simpson trial.

The direct result of publishing a blog is readers — if it doesn’t suck — not clients.

*** side note ***

Stop writing about yourself, your company or your services… no one gives a shit at this point. They are here about information, nothing else. Save it for your list.

“Whether it is on Twitter, blogs, or company collateral, there seems to be a recent trend to overemphasize statements about oneself or to put the company ahead of the customer.

No matter the content type, this type of self-indulgence is weak. You’ll lose the reader because of braggadocious puffery. Remove the ‘I’ and ‘we’ from your marketing.”

Jamie Glass, CMO and president, Artful Thinkers

… or, worse, because you think of a blog as advertising. You end most posts with a “call to action” like “If you have been arrested for picking up a prostitute, we can help! Call now for a free consultation!”

Although if that’s the case, advertise for a STD specialist!!!

Blog posts are not billboards — or advertisements in any way. I don’t know how anybody could think that will work, but some people obviously do.

… because you think people who visit your blog are looking to hire a Seo person/social media person. Most people who visit your blog aren’t looking to hire a Seo person/social media person — at least not at that moment.

They are looking for information, or maybe entertainment.

Eventually, they may need a Seo/social media person… maybe even a web developer… but not realize it.

Thinly-veiled sales pitches will not get very many of these people to contact you.

So what’s the solution for a crappy blog?

Well I am not God and I do not have the answers to everything… but I will share what I feel is helpful.

1) Figure out a way you can combine what you’re passionate about writing with your natural strengths and how you can create content that helps someone solve a problem, answer a commonly asked question, or provide inspiration and motivation to do something.

2) Spend time creating a message that you want to share with the world through your blog. Then every time you sit down to write, figure out how you can connect your post topics back to your message.

3) Stop thinking about YOU! Create your content with just one person in mind aka your ideal reader. Come up with a biographical profile for them and get really nitty gritty with the details. Basic demographics are good but get in their head. Understand their goals, struggles, and what they care about most. Write your content for them.

4) SEO is worth investing time in because once you learn the basics, you can implement easy tweaks to your content to instantly boost your traffic. And improve your Google footprint.

Once someone or a company believe you are an authority in your area of business, they will refer business to you. This is not marketing voodoo, this is just how referrals among human beings work. It is how we hire plumbers as well as lawyers. A blog is just a way to reach a bigger audience of potential referral sources.

With an awesome blog, a lot of work, and a bit of luck, that’s what can happen.

If all you write is keyword-stuffed SEO bait, that will never happen.

So what do you write about?

I know I am meeting a dead horse (just a saying I would never actually do that … peta) but DON’T JUST WRITE ABOUT YOURSELF…

There is really only one rule, and you have probably figured it out by now: write stuff people want to read.

It’s pretty simple.

1) Research trending topics and problems in your area of expertise. Long form content that goes deep into problems your readers are likely to have is valuable content that people bookmark and share. There is far too much generic, superficial fluff on the internet, so great content gets noticed.

Good infographics, slide shows, podcasts and videos will also increase sharing, so having some content diversity is also very benefical.

2) write from your heart and experience and try and solve a problem. Bad ass bloggers solve problems for their readers. Your mom might be interested in a personal diary of your experiences, but most of the internet is not. You are either entertaining or solving problems. Short posts of regurgitated facts, (13 Reasons You Should Travel in 2013), are annoying and boring.

2.1) Tell stories that catch your attention, build up interest and and then reach a climax, just like any good book or movie. Factual posts like ’10 Things Every BackPacker Must Bring” might get clicks, but content like that is boring and largely useless for most people. Great story telling never gets old.

3) Be active everywhere. You must have lots of videos, popular podcasts, active on social media and frequently write high quality content for your blog. There are few short cuts to gaining massive attention. Put in the work and you will build an audience.

4) go back and optimize for Seo**

5) re-read your blog, spell and grammar check

6) Post

7) engage

** don’t sacrifice quality content for Seo. The content comes first. **

Ok. I have rambled on long enough and if I keep spitting shit out then THIS blog is going to suck!!!!

I will write more in this topic in weeks to come so stay tuned!

Interesting Blog Facts

According to HubSpot, companies publishing more than 16 posts per month obtained a 3.5x increased traffic when compared to companies churning out just 0-4 monthly posts.

Also, companies that blog 16+ times a month obtain 4.5 times more of potential inbound leads.

A successful blogger has an eye for detailing and can make readers empathize with emotions through words.

Creating engaging content is so important that 72% of B2B content creators have emphasized it as one of the top priorities.

Content marketing guidelines for any business

Content marketing is the process of publishing on the web useful, relevant and interesting content that serves your buyers.

The aim is to educate, inform and entertain your prospective buyers so that the ‘right people’ know, like and trust you, and eventually become your customers and referrers.

As a rule of thumb, 75 per cent of web searchers with a problem are looking for information to help solve it, 23 per cent then compare the options they find, and only 2 per cent are actually ready to take action by enquiring or purchasing.

You can apply this data to both b2c ans b2b. Products or service based business. the only real difference is the sales cycle timeline.

Let this knowledge help you to frame your web marketing efforts and structure your content to guide and assist people at every step of their journey.

Relationships take time

Too often you’ll see websites where the only call-to-action is to ‘contact us’ or ‘buy now’.

They skip the get-to-know-you stages and expect to close a customer on their first visit.

It’s equivalent to proposing marriage to a stranger!

Even if you’re the right match for each other, it still takes time for the relationship to develop.

On the web, plenty of useful content means people can be comfortable getting to know you at their own pace.

No-risk offers ‘No risk’ means exactly that:

visitors to your site can find the information they are looking for easily and without encountering any barriers.

The goal: evwntually provide With more than enough posts and videos freely accessible on your blog, so there are plenty of ways for people to get to know you!

The information includes marketing advice, expert interviews, how-to articles and videos aimed at addressing a wide range of problems.

DO NOT just sitnhere are write ablut you or your business…

NO ONE GIVES A FUCK!

9 times out of 10 people search in this order:

1) Problem
2) Solution
3) Product
4) Company

Low-risk offers

Visitors should be able to access your flagship and premium content in order to deepen their knowledge and to get to know you better.

When people are ready, they can easily download yiur premium content or request a software demo by entering basic details such as their name and email address.

You deliver the premium content and reciprocate the gesture of trust by providing your personal details as well.

This is known as a low-risk offer because both parties are sharing something of value. This mutual deepening of the relationship is like exchanging business cards when you meet someone interesting.

From here the relationship has the opportunity to evolve.

Comparison

At the comparison stage customers conclude that you or your competitors can help solve their problem.

They want to make the right decision so they are now comparing options.

So you need to make it as easy as possible for them to decide if you are a good fit for one another.

To help this comparison, the more you can share on guarantees, testimonials, frequently asked questions, endorsements and your products and services, the better.

Email newsletters and social media are particularly powerful at this stage in helping them get to know you as people — to humanise your organisation.

Commercial offers

Only after progressing through the first two stages will people be ready to take action. Whether you want this final 2 per cent to call you, contact you via a form or buy now online, make sure it is as easy as possible for them to do so.

Are results really coming?

Yes.

The biggest mistake that would-be content marketers make is giving up just before they start to get traction.

Content has a compounding effect, just like money in the bank.

The more money you have, the more interest it pays you.

The more content you publish, the more ‘interest’ you’ll gain from readers, as recognised by social shares, backlinks, search rankings and leads.

Just as money you invest today will pay dividends in the future, content you create, publish and share today will earn you leads, customers and revenue for years to come.

Just in case you were lazy and skimmed the content, here is a breakdown:

Give people plenty of content so they can get to know, like and trust you.

Seventy-five per cent of web users with a problem are looking for no-risk (for example, blog posts) and low-risk (for example, flagship content) sources of information to solve it.

Twenty-three per cent of people compare options, so provide them with product and service information, and testimonials or endorsements.

Let them get to know you via email newsletters and social media.

Two per cent of people actually take action, so make it easy for them to enquire or purchase.

Content has a compounding effect, like money in the bank.

Repurpose content to amplify your results.

It’s always good etiquette to give credit where credit is due.